FIFA has unveiled a brand identity for the 2023 Women’s World Cup Australia + New Zealand, incorporating a new visual approach that aims to unite and inspire people around the world through the power of women’s soccer. The design work was led by Toronto-based Public Address and LA-based Works Collective, who brought in local artists and type designers from across Australia and New Zealand. The two studios had previously worked together to jointly create designs for the LA2028 Olympics. The studios were tasked with creating a modern feel and narrative for the identity that still honored and highlighted each host country’s core identity. The emblem uses 32 squares, which represent the 32 nations competing in FIFA WWC23 and are arranged in a circular, radial formation – a shared design element seen across many indigenous Australian and New Zealand cultures.
For the Australian-themed pattern Public Address and Works Collective collaborated with contemporary Aboriginal artist Chern’ee Sutton. The symbols used are said to represent the fans, families and supporters who will travel to be a part of the tournament, while the line and circle detail are common motifs in Australian art. Likewise, for the New Zealand-inspired pattern created with textile artist Fiona Collis, the design aims to echo the coming together of people and cultures, with mountains represented graphically in a harmonious composition.
The color palette takes on Australia and New Zealand’s brightest hues, incorporating the hosts’ flags and their natural landscapes. A bespoke typeface was created by New Zealand type designer Alistair McCreedy.
As part of branding, an official launch film has been created to “celebrate the greatness of women’s football around the world – past, present and future.” Past legendary players and iconic moments of play are featured.
